Abstract
The European Union's Green Deal (GD) is crucial in shaping future business practices through sustainability principles. This paper examines potential improvements in higher education curricula to support the GD as a catalyst for business transformation. A quantitative study assessed entrepreneurship students' knowledge and expectations of the GD, using T-tests and factor analysis. The findings indicate that while there are sustainable development courses in the business curricula, students' understanding of the GD can be improved. The results emphasize the need for more robust educational initiatives that equip students with practical insights into EU sustainability policies. Three components were identified through Principal Components Analysis: Business Growth & Competitiveness – Differentiating optimistic businesses (expecting revenue and productivity growth) from those anticipating revenue decline; Financial Burden & Cost Expectations – Reflecting concerns over rising expenses versus expectations of cost savings; Competitive Advantage & Survival – Capturing confidence in businesses’ future market position in response to the GD.
Cost concerns are a significant factor, with businesses divided between those expecting efficiency-driven cost reductions and those anticipating increased expenses. The role of education is paramount in bridging these gaps. Higher education curricula should enable students to integrate green practices into future business models and contribute effectively to a sustainable economy.